DC had developed a new brand vision and strategy that was to sit at the centre of everything it does.
Together we redefined their employer brand to align it to their new brand vision in a way that shows people that DC is not just Currys PC World or Carphone Warehouse or Dixons Travel; or any one of their other great brands. They wanted to let people know that DC is one big family, with one big passion… technology. And for the people who work here, there are opportunities to sell it, deliver it, install it, support it or fix it. Our research uncovered a goldmine of information and the insight it gave us was brilliant. We’d never encountered a corporate culture like DC’s. They genuinely are tech lovers, all of them.
The new EVP sprung directly out of the insight and was articulated in three words:
It was a statement that everyone in DC stands for and something they could all get behind. We knew this fantastic culture needed to find its way into the new brand. So, the new materials made employees the heroes, in photography that captures authentic expressions of emotion and lets enthusiasm leap out of every image.